Transcript
© 2014 Builder Partnerships
Confidential Information
BUILDER PARTNERSHIPS For maximum performance and profit.
Builder Engagement Process
Prepared for: How To Sell Builders
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© 2015 Builder Partnerships Confidential Information
Stephen Crouch
18 Years with Manufacturers Finance & Operations Residential Channel Marketing National Accounts
Vice President of Operations Builder Partnerships
Why Are Mid-Tier Builders Important?
• Largest Builder Category
• Innovation Drivers
• Strong Local Brands
• Important Customers for Trades
• Fewer Decision Makers
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Take Away
Actionable suggestions you can use to improve the effectiveness of your builder
sales focus in 2016
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Setting Expectations
• Can Be a Long Sales Process
• Hard to Win, Hard to Lose
• Up Front Time Investment
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Organization & Training
• It’s a Team Effort
• Everyone Has a Role
• Coordination is Key
• Focus on Builder’s Needs
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Creating Opportunities
• Define Your Target Builder Segment
• Coordinate with Marketing
• Identify Targets
• Research
• Be Resourceful
• Patient Persistence
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Selling – Bring Solutions
• Research the Builder
• Research their Competitors
• Visit Job Sites
• Talk to Sales People
• Know Your Competition
• Be a Resource
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Selling – It’s Personal
• Credibility Matters
• Follow-Up Matters
• Do What You Say You Will Do
• Show You Care
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Selling – Define Success
• Understand the Opportunity
• Be Realistic
• Small Standard vs. Big Option
• Be Prepared to Negotiate
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Selling – Negotiating • Product Supply • Warranty • Technical Support • Design Support • Sales Training • Model Home Benefits • Design Center Displays • Product Drawings • Price Notifications • Research Facility Use • Incentive $ Amounts
Bridge the Gap Between
Lowest Price and Best Price!
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Selling – Make “Yes” Easy
• Know the Installer Options
• Make Sure Product is Available
• Support Product Conversion
• Help the Builder Promote Your Product
• Train the Builder Sales Team
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The On-Going Process
• Identify Sales Targets
• Assign Responsibilities
• Track Progress
• Identify the Source for Engagement Feedback
• Operational Rhythm for Reviewing Builder Goals
• Manage Relationships
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In Summary
• Know Your Target Builder Segment
• Involve the Entire Team
• Builder Focused Sales Process
• Research
• Follow-Up
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